Customer Analytics

What it is and why it matters

Customer analytics refers to the processes and technologies that give organizations the customer insight necessary to deliver offers that are anticipated, relevant and timely.

As the backbone for all marketing activities, customer analytics comprises techniques such as predictive modeling, data visualization, information management and segmentation.

The importance of customer analytics

Customer analytics is becoming critical. To understand why, consider this: Customers are more empowered and connected than ever. And becoming more so. Customers have access to information anywhere, any time – where to shop, what to buy, how much to pay, etc. That makes it increasingly important to predict how customers will behave when interacting with your organization, so you can respond accordingly. The deeper your understanding of customers' buying habits and lifestyle preferences, the more accurate your predictions of future buying behaviors will be – and the more successful you will be at delivering relevant offers that attract rather than alienate customers.